A new project calls on culinary enthusiasts and cultural adventurers to assist in creating the first global platform focused on food heritage, culinary culture, and regional producers.
PORTLAND, Ore., Dec. 9, 2025 — The World Food Travel Association (WFTA) has officially launched its Taste of Place Movement, a global effort created to protect culinary culture, support local food producers, and link people and providers globally with authentic, location-specific food experiences.
The Taste of Place initiative begins at a crucial time for the food, hospitality, and travel industries. Globally, traditional food practices face challenges from economic strain, the decline of rural areas, climate change, and the fast disappearance of knowledge passed down through generations. Numerous culinary artisans, small-scale producers, and cultural custodians do not have the online presence or digital tools required to connect with new audiences. Taste of Place seeks to address this issue.
“While food unites everyone, the individuals preserving culinary traditions frequently go unrecognized,” stated Erik Wolf, the founder of modern food tourism and Executive Director of the WFTA. “Taste of Place is being developed to stand apart from conventional food and travel sites by prioritizing authenticity, cultural respect, and a true social purpose. Currently, there is a genuine absence of resources that cater to modern enthusiasts of food and culinary heritage.”
Your Support Matters
To develop this platform, the WFTA is calling on individuals, food enthusiasts, organizations, and cultural supporters to back the project’s growth. Contributions will aid in financing:
- An international directory listing food experiences, producers, culinary artisans, and locally owned food establishments.
- A digital culinary culture encyclopedia that records dishes, ingredients, traditions, and narratives from all corners of the world.
- An international magazine that highlights underrepresented communities and the individuals preserving food traditions.
- A community hub enabling direct contributions to the Taste of Place content.
Supporters gain exclusive benefits, such as the opportunity to nominate guardians of culinary heritage and, in the future, to showcase their own content after the platform is live.
For U.S.-based supporters, donations could be tax-deductible since the WFTA is a recognized 501(c)(3) nonprofit.
A Global Invitation
“Taste of Place extends beyond being just a platform,” Wolf continued. “It is a collective effort to celebrate the distinctive flavors, techniques, and narratives that define each location. This is a project you can participate in from its very beginnings.”
Discover more or provide your support during this holiday season at .
About the World Food Travel Association
Established in 2001, the World Food Travel Association (WFTA) is the premier global organization in food and beverage tourism. It offers education, research, resources, and strategic advice to destinations, companies, and professionals aiming to cultivate and promote their unique culinary cultures. The WFTA’s goal is to collaborate with destination marketers and stakeholders to nurture and honor the culinary traditions that give each place its character. Learn more at
Press Contact: Erik Wolf at (503) 213-3700 or
SOURCE World Food Travel Association